3M Captures $300,000 in Organic Value YOY
Craig Berdie, Global Search Marketing Manager, 3M, shows huge potential of SEO across product lines
20%
growth in organic traffic
THE PROBLEM
In 2010, 3M needed to figure out how to effectively manage SEO across 5 major businesses each with multiple divisions (60 in all) in 100 countries and totaling 6000 websites. 45% of 3M’s traffic came from organic sources, so this was a huge undertaking which was not as simple as replicating what worked in the United States across all of the other countries.
THE SOLUTION
Craig Berdie, Global Search Marketing Manager at 3M, was up to the challenge of solving this problem. He knew there were a few things that were already going to be an uphill battle: inconsistency between countries, existing websites were created without SEO consideration, the product set evolves at 35% per year, and a lot of content was locked up in PDFs. To figure out how markets varied, Craig did a lot of landing page testing. He figured out that by testing, he could let the numbers speak and each market would find itself winning pages. To address website changes, he put together an "SEO council" of 5 individuals to start which included IT, data management, UI/UX, and content writers. Using BrightEdge, Craig was able to discover high value keywords to track, develop landing pages around those keywords, and measure the rise in rank. Craig and his team were able to stitch together organic traffic data from analytics with conversion data which ultimately allowed them to calculate how much each organic click was worth.
THE RESULTS
BrightEdge reports showed that 3M experienced large gains in organic traffic for several years. Specifically, they saw 20% growth in organic traffic YoY for 3 consecutive years. That traffic equates to an incremental $25,000 a month in business value for a single business unit on a single topic. That proof, though small in absolute terms, will be significant when rolled out across more of the thousands of products at 3M.
The opportunity to license BrightEdge has been huge for us, very helpful
20%
increase in overall traffic
THE PROBLEM
Seagate is the premier hard drive and storage technology leader in the world and where Ali MacDonald is in charge of content marketing. As content marketing becomes more important for generating organic traffic, it becomes more critical to have a well-defined process for identifying themes, producing content, repurposing content, mapping to the customer journey, and, most importantly, measuring the overall gains from multiple channels.
THE SOLUTION
“SEO is important for Seagate because one of the ways that we explain to people what Seagate does is through creating great content that they’re looking for. Through SEO we help our customers find that content by understanding what their behavior is, how they search for things, and making sure that it’s easy to find on the website. One of the great things about BrightEdge is the fact that they integrate our existing analytics, so we can actually tie the dashboards that we have in BrightEdge back to the real data that we’re pulling out for other sources and other verticals in our markets.”
THE RESULTS
“We’re focused on making sure that we’re providing the right content and information to the customer and through our partners at every level of our journey - from awareness to loyalty. We’ve seen a 20% increase in our overall traffic growth, and we’re seeing consistently steady increase in new visits to the site.”
We actually switched from a competitor of BrightEdge because of their advanced capability and technologies.
Seagate Case Study - Traffic
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BrightEdge customers explain their experience with the Customer Success team
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Twitter SEO Case Study for Tiny Prints
Tiny Prints Grows Search Rankings 47%
BrightEdge - Twitter Case Study
Tiny Prints grows search rankings 47%
As search becomes more social brands are actively aligning their digital marketing strategies across channels.
For Tiny Prints, engaging customers meaningfully across social media channels like Twitter is a top priority.
In this case study you will learn how Tiny Prints:
- Increased their search rankings by 47%
- Grew their Twitter followers by 3x
- Gained full visibility across search and social channels
Download case study now.
Twitter Tiny Prints Case Study - Resource Center
White Hat Backlink Building
Best Practices from BrightEdge, Majestic SEO, and Rosetta
BrightEdge, MajesticSEO, and Rosetta — White Hat Backlink Best Practices
How to include legitimate external links in a world-class enterprise SEO program
As search becomes more social brands are actively aligning their digital marketing strategies across channels.
Since Larry Page’s famous 1999 "PageRank" white paper, analyzing the quantity and quality of backlinks to a site or a page has been one of the key ways search engines have been able to determine the most relevant pages to display through all different algo updates in response to a search by a user.
However, some industry players have tried to game the search platforms. Such strategies are shortsighted and are a disservice to consumers and marketers alike. They are also to be scrupulously avoided. Remember, do no harm!
In this paper we explain:
- How backlinks influence search results
- Why it’s critical to use only white hat methods
- How to use tools like BrightEdge, MajesticSEO, and interactive agencies like Rosetta to gain visibility and insight
Download the full report for a deep dive into backlink strategies and how to analyze quality over quantity.
BrightEdge, MajesticSEO, and Rosetta — White Hat Backlink Best Practices
Facebook Best Practices for Social SEO
Find out how to leverage your social investment in Facebook to boost organic search revenue
Given Facebook's dominance in the social media space it's imperative to have a social SEO strategy that leverages your Facebook page. Yet 70 percent of the Fortune 500 do not have Facebook pages in the top 20 search engine results. Find out why this is and the opportunity that awaits in this report from BrightEdge.
Key topics in this social media SEO report include:
- The Social SEO opportunity
- Optimizing Facebook for SEO
- Advanced ways to optimize Facebook for search
Download report now.
